Disrupting the Status Quo: The Uncomfortable Truth About Engaging Gen Z

In a world where the digital tides of change are shaping the very fabric of society, marketers are feverishly searching for the Rosetta Stone to unlock the enigmatic Gen Z mindset.

To understand why the business world wants to know how to repurpose its marketing budgets, it helps to remember that this digital-first generation is poised to compose nearly a third of the population by 2030, wielding a hefty ￡286 million in disposable income.

Yet, the growing knowledge gap between what the average Gen Zs - age 18 - wants and the average Chief Marketing Officer (CMO) - age 54 - is a testament to a generational “disconnect” that cannot be ignored.

Drawing inspiration from the pages of a recent Forbes article, “Three Steps For Cracking The Gen Z Marketing Code”, authored by Canva’s CMO Zach Kitschke, it's clear that the time has come for businesses to not only recognise the statistics but also to roll up their sleeves and dive headfirst into understanding the Gen Z lexicon.

For 13 years, I have been working with organisations to crack the Gen Z code, and there are three key truths to unlocking a treasure trove of insight into the lens they have on the world.

1. Visual Communication: The Currency of Connection

Gen Z's native language is visual communication. Memes, videos, and GIFs aren't just content; they're a way of life. Their nearly four-hour daily devotion (six hours in our house these past summer holidays, eek) to visual-rich social apps underscores the potency of the visual narrative in capturing attention and leaving an indelible imprint.

Yet, it's not enough to merely acknowledge this phenomenon; it's about wholly embracing it. Herein lies the controversy: Why do brands continue to cling to text-heavy paradigms when the currency that Gen Z trades in is visual?

My own interactions with two out of my three younger Gen Z brothers predominantly unfold through Instagram reels. Amidst the exchange of inappropriate humour or the sharing of amusing dog escapades, an occasional "How are you?" inquiry finds its way into the mix. I’m sure many find themselves engaging with their own family in this manner, so why would we anticipate Gen Z communicating via technology as antiquated as a fax machine in other contexts?

If businesses wish to resonate, they must elevate their visual storytelling game. As Gen Z spearheads the Instagram and TikTok movement for marketing (82% of business leaders use Instagram to advertise to Gen Z compared to 56% for millennials), the message is crystal clear: the future belongs to those who dare to communicate visually, utilising trending soundscapes as well as traversing platforms that stick with the rhythm of this generation.

At Participation People, we've entrusted the TikTok and Instagram Reel realm to the younger generation. We invite our youth co-facilitators – who work in tandem with our "grown-up" team – to curate brief reels or stories encapsulating their journeys at PP through their unique Gen Z perspective. This endeavour serves a dual purpose: it offers us invaluable insights into their interactions with our initiatives and a testament to their expertise forged through lived experiences. Plus, it's a refreshing departure from the conventional approach, ensuring that the insights come from the true experts rather than a 40-year-old CEO's attempt at being “down with da kids’ (yuk!).

2. Authenticity: Walking the Tightrope

Authenticity, the clarion call that echoes through the ages, becomes more nuanced when courting Gen Z. Honesty, transparency, and consistency have never been more essential. However, the catch lies in the context of Gen Z's "no-filter" ethos. They demand unvarnished truths, even when it's uncomfortable for our generation to hear them.

The controversy here is about being brave enough to face confrontation: Why do brands shy away from addressing societal issues, fearing they might alienate potential customers?

In the journey to be authentic, embracing controversy might be the key. Brands must be audacious to support their beliefs on causes that resonate with Gen Z's progressive mindset. Partnering with creators whose values align can be the means to land this message, as influencers now hold more sway than traditional adverts. Gen Z isn't just an audience; they're co-creators. Thus, authenticity hinges on enabling them to be active collaborators in crafting the brand's narrative.

Consider TOMS – since 2006, they've seamlessly woven profit with purpose, fashioning a brand that transcends the realm of cosy footwear. Through their products and profound societal contributions, TOMS has adeptly conveyed a message harmonising with its brand's overarching vision, mission, and values.

I’m no Gen Z, but indeed, a Xennial, and TOMS marked my initiation into the world of B Corps – where purpose-driven economics aligns seamlessly with my consumer choices and wish to make a positive financial impact. And yes, my collection of TOMS shoes can vouch for this admiration!

3. Mobilisation: The Cross-Platform Odyssey

The digital landscape Gen Z navigates is a labyrinth of platforms, each offering a unique avenue for expression.

Navigating this landscape isn't for the faint-hearted, but the opportunities are there, so the controversy lies in the question: Why are more businesses only partially embracing this challenge?

It's time to pivot from fearing the complexity and instead, use it to forge bonds. Gen Z's proficiency across these platforms should be a rallying cry for marketers to redefine their approach, craft cross-platform campaigns that seamlessly traverse the digital realm, capturing business intelligence to inform product design decisions. Why not turn complexity into a competitive advantage?

In conclusion

To truly engage Gen Z demands more than a cursory glance at statistics. It's about courting controversy, challenging conventions And being prepared to disrupt the status quo.

To truly connect, businesses must adopt a youth-centric mindset that seeks to understand, learn, and evolve with this generation. Visual communication, authenticity, and cross-platform prowess are the trinity that holds the key.

But beyond that, there's a deeper layer: the necessity to engage and listen to young people.

The future of innovation lies in their hands, and the brands that dare to co-create with them will be the ones who not only thrive today but shape the contours of tomorrow's landscape.